THULE
OOH concepts
2026
The project – concepts and copy. I’m not a designer so don’t judge me on that…
The brief – The ready-to-drink (RTD) market is growing as the overall alcohol industry declines. It’s rich with potential for brands, as it’s about more than just convenience – it’s a way for a drinks brand to express creativity, to reach untapped audiences, to become relevant in new environments.
I imagined that one my favourite distilleries, the Port of Leith in north Edinburgh, wanted an RTD range that went beyond just being drink in a can. It had to stay true to the founding principles of the brand, it had to be rooted in place, but at the same time it was essential that the collection created limited-edition interest and made consumers talk about it.
The specifications – The best collaborations are the ones that make you look again. Two brands in the same sector – they can make a cool product together, sure. But when brands from different worlds link up, they can create something more than the sum of their parts. This one's a dream – it celebrates Leith, it celebrates the positive impact of migration, it celebrates brilliant cocktails.
